While Aldi remains focused on groceries and small home products in the US, stores in Germany have offered a much larger selection of products for years. This week the discount giant announced its latest move with Aldi Life eBooks in an effort to build out its digital offerings.
Aldi already has a music service that is powered by Napster, and alongside the Aldi Life eBooks service, it will be offering a new Android-powered tablet that the company has designed especially for a reading experience, making it clear that the company is taking a big step towards digital.
The push towards digital is an important strategy, and while other companies have tried to compete with Amazon, Spotify and Apple in digital media and failed, Aldi isn’t necessarily looking for these services to bring in huge profits right away.
With the Aldi Life platform, the company is able to attract a younger generation of customers that are more likely to do their shopping online. The benefit to building this new customer base could also turn out to be valuable should Aldi decide to add online shopping as a key part of their business in the future.
Aldi Life eBooks will launch with 1 million titles on October 20th, which happens to be perfectly timed with the Frankfurt Book Fair, the publishing industry’s largest event. The new reading tablet will also launch at the same time for 129 euros ($145), and will come bundled with a 10 euro eBook voucher and a free 2 month subscription to Aldi Life Musik.
There are no plans to offer these services in the US at the moment, but its digital push may arrive in limited amounts should the strategy become a major business in its home country.